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Attribution and analysis company Magellan AI has successfully joined the list of companies compliant with IAB Podcast Measurement Guidelines v2.2.

Jim Ballas has been promoted to General Manager, Measurement, at Magellan AI. Ballas will oversee the company’s growing suite of measurement solutions.

Magellan AI has released its top podcast advertisers ranker for October. Amazon is #1; BetterHelp at #2, T-Mobile at #3. The biggest movers this month were investment company Robinhood and AI company Anthropic. The page has details of a webinar.

Magellan AI is now measuring more forms of promotional content within podcasts. “Shows are increasingly using branded episodes, interviews, and feed drops - formats that deserve the same level of measurement as conventional placements,” the company says.

Amazon is now spending the most to advertise on podcasts. Magellan AI released the top podcast advertisers for September, showing that BetterHelp has (just) retreated to #2. Betterment, a financial app, posted the biggest increase in spend. There’s a webinar with more detail on Thursday.

In Australia, iHeart and Magellan AI have launched “a new industry award” which recognises the ad agency which has spent the most money in podcasting ads.

Magellan AI has unveiled its Creative Analyzer, allowing brands to gain insight into their competitors’ ad strategies. The tool looks at creative and placement.

Magellan AI can now give reporting based on ZIP code or DMA - making it easier to optimize campaigns based on where they perform best.

Just in time for the closure of Chartable, Magellan AI has posted a case study of an advertiser using Magellan’s attribution and performance tracking tools. The data suggests Magellan’s tracker was 32.9% more accurate.

Online therapy company BetterHelp spent $6.4mn in podcast advertising in August, says the latest data from Magellan AI. Chip manufacturer Intel, smart TV maker Roku, and healthcare range Ro were the top movers and shakers. There’s a webinar on Sep 26 at 11ET with more.

BetterHelp is the #1 international advertiser in Australian podcasts, according to ARN and Magellan AI.

Working with Wondery, Magellan AI has released a new reach lift measurement product. The tool gives advertisers access to reach-related performance metrics; and highlights opportunities for optimising reach across podcast shows.

Magellan AI has added a Groups feature to help manage segments of campaigns.

Magellan AI released its podcast advertiser rankings for July 2024. There’s a webinar on Thursday.

MetaRouter and Magellan AI have partnered “to significantly enhance the accuracy and breadth of ad performance data”, while also maintaining adherence to privacy regulations.

John Goforth has been appointed as Vice President / General Manager of Podcasts at Hubbard Radio. He moves from Magellan AI.

John Goforth is stepping down as CRO of Magellan AI. “It’s time for me to get back to my roots as a publisher”, he said in a LinkedIn post. He’s worked at the company since 2019.

Podcast ad spend increased by 22% year-on-year, but the amount of ads in podcasts has increased by 20%, according to Magellan AI, which has published its Podcast Advertising Benchmarks Report for Q2 2024. The average ad load was 7.19% in Q2/24, up from 5.97% in Q2/23; which suggests that for a typical hour-long show, 4.3 minutes are advertising.

Magellan AI has announced support for UID2 and ID5, to help advertisers measure their campaigns. Replacing things like cookies and IP tracking, UID2 and ID5 are centrally-administered personal identifiers, which allow advertisers to recognise individuals and serve them targeted ads.

Magellan AI shared its list of top (US) podcast advertisers for June. BetterHelp remains at #1; AI voice provider AudioStack is the newest “mover and shaker”, spending $1.7mn. Magellan AI has a short webinar on Thursday to discuss the results.

Magellan AI has released its report for podcast ad revenue for May. Of the top 15 advertisers, 12 reduced spend last month. There is a webinar on Thursday.

Magellan AI has released its presentation from The Podcast Show in London, looking at podcast advertising trends in the US, Canada, UK, Ireland, Germany and Australia so far this year.

Magellan AI released the company’s April podcast ad spend report. Analysis from RAIN’s Brad Hill suggests that ad spend from top advertisers has dropped by 6%.

Magellan AI released its US top podcast spenders for April. The data also shows the fast movers.

Podcast ad spending climbed 29% year-on-year in Q1/24, according to a new report from Magellan AI. The free report also covers details of which categories are growing, how genres compare in ad load, and the most common place for ads in episodes.

Magellan AI covered the top podcast advertisers for March 2024.

John Goforth from Magellan AI guests on Partner Up Profits to talk about how podcast advertising works.

Magellan AI shared its rankings for top podcast advertisers in January. MGM Resorts was the advertiser which has increased its spend the most, alongside MailChimp owner Intuit and IXL Learning. There’s a free webinar on these results tomorrow at 11am ET.

Magellan AI has released its Podcast Advertising Benchmark Report for Q4/23. The free report looks at six advertising markets including the US, Germany, the UK and Canada, and says that podcast ad spending increased 29% year-on-year.

Amazon was the number one spender on US podcast ads last month, according to Magellan AI. The company spent $8.1mn. Apple was #3. There’s a webinar tomorrow at 11am ET.

Magellan AI has partnered with attention-based measurement company Adelaide to surface attention metrics within its podcast measurement suite.

Magellan AI published its November 2023 top spenders in podcast advertising list. BetterHelp is still #1. Apple is #4, with ads like this. (Spotify and Google aren’t in the list).

First look: Magellan AI has launched podcast-to-podcast attribution as part of its measurement suite. The service will be able to tell you how many new listeners came to a podcast after it was promoted on other podcasts (and even whether they turned into repeat listeners).

In Australia, spending on podcast advertising in Q3/23 grew by 88% year-on-year, according to new data from Magellan AI and ARN's iHeartPodcast Network Australia. The top 3 advertisers were Amazon, BetterHelp and "Takeaway.com", which is better known in Australia as Menulog (and in the US as Grubhub).

Magellan AI and Sounder have announced a partnership to offer brand safety and suitability verification for podcast campaigns.

Magellan AI published the top spenders, movers and shakers in podcast advertising for September. Both BetterHelp and Amazon spent less month-on-month.

Podcast advertising planning company Magellan AI launched a new feature: 'reports on demand'.

Podcast ad measurement company Magellan AI has added a tool to expand campaigns with similar shows, recommending podcasts that reach similar audiences to the ones that work the best.

Online therapy provider BetterHelp was, once more, the #1 podcast advertiser in June, says Magellan AI, spending $9.2mn. Real estate company Zillow was the most increased advertiser, spending $1.1mn.

Podcast spend in Australia for Q2/23 was up by 64% year-on-year, according to ARN's iHeartRadio Australia and Magellan AI. The top 3 advertisers were health insurance company NIB, McDonald's, and Amazon.

Magellan AI has released the Podcast Advertising Benchmark Report for Q2 2023. A free download, it analyses over 135,000 episodes to give a snapshot of podcast ad trends.

Magellan AI has just hired Shaunei Cook as a Business Development Manager, saying "we couldn't be more excited to have her". Shaunei joins from Havas Edge and Ad Results Media.

Today: The US Podcast Ranker for June is released at 9am Eastern today; Magellan AI releases its June podcast advertising spend update at 11.30am Eastern.

Veritonic announced that it will add traffic from YouTube to its audio attribution tools. The company joins Magellan AI and Podscribe in offering these tools.

First look: Magellan AI will announce today support for measuring the impact of traffic coming from YouTube alongside podcast and streaming audio. “In podcasting, there has historically been a gap in analytics with video viewership and results, leading to an over-reliance on modeling or guessing. We’re excited to bring a data-forward solution into the marketplace,” says Jim Ballas, Head of Publisher Partnerships at Magellan AI.

Magellan AI now supports measurement of the performance of streaming audio campaigns alongside podcasts.

ARN's iHeartPodcast Network Australia and Magellan AI released Australia's top 15 podcast advertisers.

Magellan AI has a monthly update today at 11.30am ET. The company will share more data about podcast advertising spend in March.

Thank you to Magellan AI who has increased its support level this week - the company has been a Podnews supporter for five years. Cameron Hendrix has also become a personal supporter.

Podcast advertising in Australia in Q4/22 increased by 36% y/y, according to new data from Magellan AI and ARN's iHeartPodcast Network Australia. Amazon, Maccas and Paramount+ were the top three advertisers.

The top spender in podcast advertising last month was Betterhelp, who spent an estimated $9.1m according to new data from Magellan AI. JP Morgan Chase, a US bank, was the biggest new spender, spending $1.3m.

Magellan AI has added support for analysing Spanish language podcasts in the US and Mexico. The product is already monitoring more than 2,000 advertisers.

Magellan AI has updated the Podscape, the overview of all the companies involved in the podcast industry.

Amazon Music asked to reduce a potential $10m deal with Pushkin Industries, after the audio division was told to make savings, according to Bloomberg. The Great Podcasting Market Correction highlights recent employment freezes and layoffs in the industry, and a slowdown of acquisitions. Ad sales have increased though, says Magellan AI in the article.

Betterhelp is still the top spender in podcast advertising, detected in 879 shows in November, says Magellan AI. Peloton, Etsy and Skylight were the advertisers who've increased their spend the most. There's a market update webinar today at 11.30am ET.

Magellan AI is announcing a new collaboration with Experian: the Experian Identity Graph will power Attribution by Magellan AI, the company's new attribution platform.

Australian podcast adspend is up by 33% year-on-year, according to ARN's iHeartPodcast Network Australia and Magellan AI.

Exclusive: Magellan AI has been verified as a third-party attribution partner by Spreaker from iHeart. Spreaker is currently the third biggest podcast host by total new episodes.

Data: Podcast advertising continues to increase quarter-on-quarter in the US - up 2.6% - according to Magellan AI, which has released the company's Q3/22 Podcast Advertising Benchmark Report. The top ten podcast advertisers spent $75m: up 6% since last quarter. True crime shows carried the most ads; overall ad time is slightly down.

Magellan AI says that BetterHelp remains the #1 podcast advertiser, spending $7.3m in September; Amazon and Hello Fresh are also in the top 3. Samsung is the advertiser that increased spending the most, spending $2.2m.

Podcast analytics platform Magellan AI has announced a new attribution tool. The service enables insights into campaign performance, pacing and success within the Magellan AI dashboard.

Magellan AI has released the company's Q2/22 podcast advertising benchmark report. Podcast ad spending is up 11%, the company says; BetterHelp remains the biggest podcast advertiser, spending more than $20m in the quarter.

Exclusive: Jim Ballas has joined Magellan AI as Head of Publisher Partnerships. Ballas was CTO and VP of Operations at PodcastOne.

Magellan AI has released its Podcast Advertising Quarterly Benchmark Report for Q1/22. Podcast ad spending increased 23%, the company reports.

With ARN's iHeartPodcast Network Australia, Magellan AI has launched a new regular report showing the top podcast advertisers in Australia. You can subscribe here. The report for Q4/21 shows Amazon at #1, with the highest Australian brand - Binge, a video streaming service - at #4.

Magellan AI has released the Podcast Advertising Quarterly Benchmark Report for Q4 2021, highlighting an increase in adload in podcasts.

BetterHelp remains podcasting's biggest advertiser, spending an estimated $8.2m according to Magellan AI. The biggest new advertiser was Candy Crush Saga, spending $992,000. Divine!

Sounds Profitable and Magellan AI have made a new update for their Podscape - a look at all the companies in podcasting today.

In 2021, podcast companies raised at least $371m in funding, according to Sounds Profitable's Bryan Barletta. In this week's newsletter with Magellan AI, he gives a recap of 2021's podcast acquisitions and funding. It's been quite a year!

Hey, big spender - BetterHelp remains #1 for podcast advertising in November, but SimpliSafe and Amazon increased their spend, according to Magellan AI. Among those who have significantly increased their spend, IKEA spent more than ten times more on podcast ads; and raise a glass to Total Wine and More, spending almost twenty times more.

Sounds Profitable has taken its Podscape, its map of the podcast industry with Magellan AI, and turned it into a podcast. Bryan Barletta says the podcast will help give a voice to the hundreds of companies in this space and help answer the question: "what do you do again?"

Advertising in podcasts brings one company 25% more revenue than Google Search. Füm shares their strategy for podcast advertising in this week's Sounds Profitable with Magellan AI.

In Sounds Profitable with Magellan AI, Bryan Barletta notes that shows with Apple Podcasts Subscriptions gets the most promotion within the Apple Podcasts app.

Better Help is still the biggest spender in podcast advertising, say Magellan AI in their latest monthly report. ExpressVPN and SimpliSafe are #2 and #3.

Magellan AI has announced a free way to get podcasts in front of ad buyers with Magellan AI Verified Downloads, so that shows are searchable by Magellan AI's clients. You can add your show now.

Magellan AI and ARN's iHeartPodcast Network have compiled the top 15 podcast advertisers in Australia for Q3/21. eBay, project planning software Monday, and Amazon are the top three; the top Australian brand is the Commonwealth Bank at number 5. We note with satisfaction that broadcaster Nine Entertainment is, rightfully, at number 9.

Podcast ad spending is up 87% over the same period last year, according to Magellan AI, which has released its Podcast Advertising Benchmark Report for Q3/2021. Ad load also increased, from 5.2% in Q2 to 5.8% in Q3.

iOS 15's "Private Relay" has gone live: but what effect will it have on your podcast stats, and on ad-tech? In Sounds Profitable with Magellan AI, Bryan Barletta looks at the impact so far. (You should subscribe!)

Magellan AI is running a 15 minute webinar this morning at 11am ET looking at the month's US podcasting adspend and creative.

Magellan AI has partnered with Ad Alliance to analyse over a hundred podcasts in the German-language podcast market of Germany, Austria and Switzerland. Ad revenue for the market has increased 220% in a year.

Magellan AI has launched its Q2/21 (US) Podcast Advertising Benchmark Report. It says that podcast ad spending continues to grow (up 22% from last quarter), and has seen a 55% increase on brands using the medium.

BetterHelp is still the US's biggest podcast advertiser, says Magellan AI, with NBCUniversal (Peacock) a distant #2. They have a market update webinar today at 11am ET.

BetterHelp remained the biggest US podcast advertiser in May, spending $5.6m according to Magellan AI. HelloFresh has cooked up a storm to reach #2; ZipRecruiter has gently lowered itself to #3. Dell increased its spend most in May.

Samsung is the biggest new podcast advertiser in April, according to Magellan AI, spending $1.4m. BetterHelp is still the biggest spender in US podcasting.

Underlining how complex podcasting can appear, Amplifi Media has launched a "helpful guide to navigating the podcast ecosystem". (There's a bit more of a helpful one from Magellan AI and Sounds Profitable).

First look: Today, Magellan AI launches its Q1/21 podcast advertising report. Of their findings:

Here's the global podcast industry 'podscape', from Magellan AI and Sounds Profitable. It was last updated on March 29th.

Magellan AI investigates how daily news shows place ads in their episodes. Of note: the New York Times insists on full, verbatim scripts, not talking points.

BetterHelp is still the #1 podcast advertiser in the US, according to Magellan AI. CarMax, an auto retailer, increased their spending the most.

Magellan AI also tells us the top advertisers in US podcasts last month. BetterHelp is still #1, but Headspace was the biggest mover to get to #6: a mindfulness and meditation app.

Magellan AI has published the top spenders, movers and shakers for US podcast advertising in November. The most increased was the Bank of America. The #1 advertiser, who spent $3.9m ($200,000 more than last month), was BetterHelp, an online counselling service.

Podcasts from Midroll were downloaded 1.8bn times in 2020. The company also cites data from Magellan AI that they 'sold ads for more unique advertisers and brands than any other US podcast network'.

Podcast advertising barely slowed down this year, according to Magellan AI which has released The state of podcast advertising in 2020, a full analysis of the podcast ad market.

Magellan AI and Sounds Profitable have produced a map of the podcast advertising landscape, designed to help make sense of the space. Dubbed a "Podscape", you can learn more about it in this week's Sounds Profitable.

Volvo spent $2.1m on podcast advertising in October, according to new data from Magellan AI highlighting advertising increases: the auto maker was promoting a luxury SUV. The top podcast advertisers were Amazon (#3, $2.7m); ZipRecruiter (#2, $3m); and BetterHelp (#1, $3.7m), an online counselling service.

How have the presidential candidates used podcast advertising in the US election? Magellan AI says that Trump virtually stopped spending in September and only advertised in news and culture shows. Joe Biden started in late August, after he was officially announced as candidate - but he's advertised a lot on... comedy shows.

Apple's spending money on podcast advertising: Magellan AI has published their list of US podcast advertisers who increased their spend the most in August. Apple spent $311,000 on advertising: according to the company, it was all for their Apple News+ product.

It's (almost) the most wonderful time of the year. Magellan AI has released a free report on the holiday shopping season in 2019 for podcasts, and how podcast advertisers can set themselves up for a successful campaign this year.

Podcast advertising is "surging back", according to new research from Magellan AI and Westwood One. Comparing June to January 2020, the number of US podcast advertisers has increased +18%. Looking at the top 400 podcasts, advertising represents only 5% of content, the research says (on average, commercial broadcast radio would be about 20%).

NBC Universal spent $822,000 on podcast advertising in July says Magellan AI: the company was promoting their new Peacock streaming service.

Magellan AI has published a look at US podcast advertising "movers and shakers" in June 2020 - the 15 advertisers with the largest month over month increase in podcast spend. The most-increased advertising brand was the new Samsung Galaxy 5G.

How much ad revenue is The Joe Rogan Experience expected to generate in the next few years? Magellan AI does the maths, based on their own data: and gives you a Google Spreadsheet to work it out for yourself.

Magellan AI have a fancy new logo, and also a free report into how coronavirus has impacted podcast advertising. Changes in advertising spots have been minimal, the company says - noting a significant decline in the last week of March, before jumping back up again in April.

Magellan AI, which analyzes ads read by hosts of over 15,000 podcasts, has a new Head of Sales and Business Development. John Gorforth joins from the iHeart Podcast Network.